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The role of entrepreneurial marketing in new technology ventures first product commercialisation
Ahmadi, Hormoz O'Cass, Aron
Ahmadi, Hormoz
O'Cass, Aron
Author
Abstract
This paper sheds light on the importance of entrepreneurial marketing (EM) in the context of new technology ventures (NTVs) first product commercialisation. This study explores the role of EM expressed as the degree of complementarity between entrepreneurial orientation (EO) and market orientation (MO) in driving firms’ innovation activities including competence exploration and exploitation in achieving first product performance (FPP). The results of a survey drawn from Indian NTVs identify a significant effect for the complementarity of EO–MO on exploratory and exploitative innovation activities. Furthermore, the findings indicate a positive effect of both exploratory and exploitative activities in enhancing FPP and the contingency role of marketing capabilities (MCs) in enhancing the impact of competence exploration and exploitation in first product commercialisation.
Keywords
first product commercialisation, market orientation, entrepreneurial orientation, exploratory innovation, exploitative innovation
Date
2016
Type
Journal article
Journal
Journal of Strategic Marketing
Book
Volume
24
Issue
1
Page Range
47-60
Article Number
ACU Department
Peter Faber Business School
Faculty of Law and Business
Faculty of Law and Business
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Open Access Status
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Controlled